File sizes
To represent file sizes, use the abbreviated version in all caps with a space a er the file size number.
233 KB
50 MB
1 GB
233 kb
50mb
1GB
File extensions
When referring to a file type in general, use all uppercase letters without a period. For specific files, the file extension should be lowercase.
Attach a PDF, JPG, or PNG
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IAB-standard-terms-conditions.pdf
sample-site-list.xlsx
Attach a .pdf, .jpg, or .png
Upload .csv...
IAB-standard-terms-conditions.PDF
sample-site-list.XLSX
Acronyms
Acronyms may be used in place of common phrases or when it is industry standard. Acronyms are typically all uppercase. If there’s a chance your reader won’t recognize an acronym, spell it out.
Accept IO
Sent RFP
CPM
KPI
Accept I.O.
Send rfp
Abbreviations
Field labels may be abbreviated if necessary. Abbreviations should be in lowercase with no period at the end. If an abbreviated label is being referenced directly, be consistent and use the abbreviated version. Write out the words where more explanation is required for understanding.
imps
proj balance
imps.
IMPS
proj. balance
Exclamation points
Avoid using exclamation points. They can come across as shouting and if used too frequently can be bothersome. One exception is for greetings.
Changes saved
RFP sent
Welcome to Basis!
Changes saved successfully!
RFP sent!
Campaigns not receiving delivery!
Periods
Avoid using periods for a single sentence or sentence fragment in these elements:
Tooltips
Flash messages
Error messages
Title tags
Bulleted lists
Notifications
Activity Feed items
Periods should always be used for:
Multiple sentences
Body text
Any sentence followed by a link
Any sentence with punctuation, like a comma.
Commas
Use commas where grammatically appropriate. Use the serial (oxford) comma in any series of 3 or more terms.
To create line items, click “Edit” above.
Tom Jones, Jack Conrad, and Jessica Finster added to the
campaign.
To create line items click “Edit” above.
Tom Jones, Jack Conrad and Jessica Finster added to the
campaign.
Capitalization
Use sentence case for:
Button / link text
Input placeholder text
Tooltip text
Body text
Empty state messages
Checkbox text
Title case should be used for:
Form field labels
Referring to form fields in sentences
Dropdown menu items
Headings
Wizard step names
Proper nouns